1
Q
What is the definition of population?
A
All the members of a group about which you want to draw a conclusion - defined by the survey writer.
2
Q
What is the definition of a parameter?
A
A numerical measure that describes a characteristic of a population. eg. percentage or means
3
Q
What is the definition of a census?
A
Gathering information from the whole population to calculate a parameter.
4
Q
What is the definition of a sample?
A
A subset of the population - the portion of the population selected for analysis.
5
Q
What is the definition of a sample statistic?
A
A numerical measure that describes a characteristic of the sample.
6
Q
What are the six steps of the research process?
A
1) Define the broad problem
2) Refine the research question
3) Design the research
4) Collect the data
5) Prepare and analyse the data
6) Present the results
7
Q
What is the business decision cycle?
A
Data -> Information -> Decisions -> Actions
8
Q
What is ethics?
A
The process of evaluating and addressing whether an action is right/wrong, good/bad
9
Q
What code of ethics governs the universities of Australia?
A
The Australian Code of Responsible Conduct of Research
10
Q
What are the common components of a code of ethics in Australia?
A
- Voluntary participation - no duress and can terminate at any stage
- No harm to respondents - no injury, embarrassment, or endangerment
- Anonymity & confidentiality - cannot identify and confidence
- No deceit - fully aware of purpose, process and time.
11
Q
What are the important ethical standards in analysis and reporting?
A
- Report your mistakes
- Defects in your research design and impact on conclusions
- Report negative findings
- report unexpected results
12
Q
What is the definition of survey?
A
The method of collecting data using a structured questionnaire. The survey is the methodology for collecting the data.
13
Q
What is a questionnaire?
A
A formalised set of questions used to obtain data.
14
Q
What is data?
A
The raw facts available to us which generally do not have value until processed.
15
Q
What is information?
A
Data that has been processed appropriately for the context in which it is going to be useful.
16
Q
What is market research?
A
It is the systematic and objective identification, collection, analysis and dissemination of information undertaken to improve managerial decision making related to the identification of and solution of problems and opportunities
17
Q
What are three characteristics of market research?
A
1) it is systemic - planned and documented
2) it is objective - accurate and free from bias
3) allows identification, collection and dissemination
18
Q
Market research in business is used to make what types of decisions?
A
strategic - broad objectives over an extended timespan
tactical - more operational and detailed in nature.
19
Q
What are the uncontrollable environmental factors that cannot be changed by a business?
A
- Economy
- Technology
- Competition
- Laws & regulation
- Social and cultural factors
- Political factors
20
Q
What are the controllable marketing variables?
A
- Product
- Pricing
- Promotion
- Discount
21
Q
What are four to five examples of strategic decisions?
A
- corporate mission
- corporate image
- corporate portfolio structure
- Strategic alliances
- Target market selection
- Corporate relationships
- Competitive orientation
- Corporate resource allocation
- Market segmentation
- Shareholder value
22
Q
What are four to five examples of tactical decisions?
A
- Product design
- Branding
- service options
- Product quality
- Service Levels
- Product benefit mix
- Price
- Promotional activity
- Sales force actions
- Distribution
- Product differentiation
- Customer relationships
23
Q
What are the two reasons why market research may be conducted?
A
1) Problem identification - to identify problems that are not necessarily apparent
2) Problem solving - to solve specific marketing problems.
24
Q
What are some examples of problem identification research?
A
- Market potential
- Market share
- Image research
- Sales analysis
- Market characteristics
- Forecasting
- Business trends
25
What are some examples of problem solving research?
* Segmentation
* Product
* Pricing
* Distribution
* Promotion
26
Of the six steps of marketing research what are the two broad classifications?
* Clarification:
1) Define the broad problem
2) Refine the research question
3) Design the research
* Evaluation and monitoring:
4) Collect the data
5) Prepare and analyse the data
6) Present the results
27
The first step is to define the broad problem - what is involved in this?
* Collect the background info,
* Consider the environmental context of the problem
* Conduct a problem or opportunity audit
* Define the management decision to be made
* Define the purpose and aim of the project
28
What is included in the background information?
* discussions,
* interviews,
* review existing data,
* secondary analysis and
* exploratory research
29
What is included in the consideration of environmental context of the problem?
* past info and forecasts
* Resources and constraints
* Organisational objectives
* Buyer behaviour
* Legal environment
* Economic environment
* Marketing and technical skills
30
In the second step 'Refine the research question' what considerations are necessary?
* Describe the information required
* Set the decision criteria
* Estimate the value and set the budget
* Prepare the market research brief.
31
What is primary data? Why is it good/bad?
Data originated by the researcher for the specific purpose of addressing the problem at hand.
* Advantage - data matches your questions
* Disadvantage - cost, time & effort to obtain
32
What is secondary data?
Data that someone else has collected for a purpose other than the present research. There are different sources, academic, web, media etc.
33
Why would someone use secondary data?
* Primary data is expensive and time consuming to obtain
* To compare with primary data
* To demonstrate why the proposed research fulfils a void in the knowledge base
* to avoid replication of previous research
* to help refine the research questions
* to give more insight to interpret primary data
34
What are the advantages of using secondary data?
* quickly obtained
* inexpensive
* already available
* enhances primary data research
35
What are the five important considerations when evaluating secondary data?
* Currency - relevant?
* Objective - purpose of the study?
* Nature/content - is it appropriate?
* Specification/methodology - how obtained?
* Dependability - consistent with other information?
36
When designing the research design, you need to choose the broad type of research to use, what options are there?
* Exploratory - discovery of ideas & insights
* Descriptive - describes market characteristics or functions
* Casual - determines cause and effect relationships
37
What are the characteristics and methods of exploratory research?
* Characteristics - flexible, versatile and often at front end of research design
* Methods - expert surveys, pilot surveys, secondary data & qualitative research
38
What are the characteristics and methods of descriptive research?
* Characteristics - has prior formulation of a specific hypothesises, is preplanned and structured
* Methods - secondary data, surveys, panels and can be observational.
39
What are the characteristics and methods of casual research?
* Characteristics - manipulation of one or more independent variables and control of other mediating variables.
* Methods - experiments
40
What are the purposes for conducting exploratory research?
1) formulate or define a problem more precisely
2) identify alternative courses of action
3) develop a hypothesis
4) isolate key variables and relationships
5) gain insight for developing an approach to the problem
6) establish priorities for future research
41
What are the purposes for conducting descriptive research?
1) to describe the characteristics of relevant groups
2) to estimate the percentage of units in a specified population exhibiting a certain behaviour
3) to determine perceptions of product characteristics
4) to determine the degree to which behaviour and marketing variables are associated
5) to make specific predictions
42
What are the classifications for cross sectional descriptive research?
* Single cross-sectional design - a sample of respondents is drawn from the target population and information is obtained from this sample once
* multiple cross-sectional design - two or more samples of respondents and information from each sample - obtained once
* cohort analysis - multiple cross-sectional design where there is a series of surveys conducted at appropriate time intervals - different respondents who experience the same event within the same time interval.
43
What is the alternative classification of descriptive research (not cross sectional)
Longitudinal design - involves a fixed sample of population elements which is measured repeatedly.
44
What is Cross Sectional design useful for?
* representative sampling
| * response bias
45
What is longitudinal design useful for?
* detecting change
* large amount of data collection
* accuracy.
46
What is the reason that you would use casual research for?
* to understand which variables are the cause (independent variables) and which are the effect (dependent variables) of a phenomenon.
* to determine the nature of the relationship between the casual variables and the effect to be predicted.
47
What are the two classification types for secondary data?
Internal data - which is available within the organisation and can be either ready to use or requires further processing
External data - generated outside the organisation and includes published sources, computerised databases and syndicated services.
48
What are syndicated sources?
They are sources of secondary data which provide information from a current database to different firms that subscribe to their services and include surveys, diary purchase panels, diary media panels, scanner data and audit services.
49
What is quantitative research?
Data that can be quantified or measured eg. structured, numerical and statistical analysis
50
What is qualitative research?
Data that is described by characteristics rather than measurements eg interviews, open questions and focus groups.
51
What are the characteristics of quantitative research?
* Structured
* Based on large number representative cases
* Quantify data and apply statistical analysis
* Usually intended to generalise a population
* Use to recommend a course of action
52
What are the characteristics of qualitative research?
* Unstructured or loose structure
* Exploratory research
* Based on small, non-representative samples
* Descriptive, non-statistical
* Provides insight and develops understanding
53
What qualitative methods are available?
* Direct (non-disguised) - focus groups and in-depth interviews
* Indirect (disguised) - projective techniques
54
What are focus groups?
Loosely structured, direct interactive discussion led by a trained moderator. Small group that has been screened to be homogenous.
55
What are focus groups good for?
* understanding consumer preferences, perceptions and behaviours towards a product category
* obtaining impressions of new product concepts
* generating new ideas on older products
* developing creative concepts for advertisement
* securing price impressions
* obtaining preliminary consumer reactions to marketing programs
56
What are the advantages of focus groups?
* Synergy
* Stimulation
* Spontaneity
* Efficiency
* Flexibility
57
What are the disadvantages of focus groups?
* Pressure to conform
* Bias in interpretation
* Skilled moderators are hard to find
* Hard to analyse
* Cannot generalise
58
What are in-depth interviews good for?
* confidential or embarrassing topics such as finances
* where strong social norms exist
* for detailed understanding of complex behaviour
* interviews with professional people such as in medical research
* where participants are competitors
59
What are the advantages of in-depth interviews?
* Greater depth
* no social pressure to conform
* flexibility
* uncover greater depth of insight
60
What are the disadvantages of in-depth interviews and projective techniques?
* Bias in interpretation
* skilled interviewers are hard to find
* Hard to analyse
* cannot generalise
* expensive and time consuming
61
What are projective techniques?
Indirect form of qualitative research where purpose is disguised. Respondents are asked to participate in stimulated activities where it is hoped they will reveal more than in direct questioning.
62
What type of projective techniques are used?
* word association
* sentence completion
* story completion
* constructive techniques such as pictures and cartoons
* role playing
63
What are the advantages of projective techniques?
* People reveal attitudes that may be hidden
* Examining behaviour
* Useful for personal and sensitive issues.
64
What is measurement?
It involves assigning a numerical value to a characteristic, so a general abstract concept moves to something precise and numerically measurable.
65
What is scaling?
It involves creating a value set or continuum upon which measured objects are located. Variables like age are easy to scale.
66
What are the two types of scaling techniques and what do they comprise of?
* Comparative scales - Paired comparison, rank order and constant sum
* Non-comparative scales - continuous rating scales and itemised rating scales.
67
What are the primary scales of measurement?
Nominal
Ordinal
Interval
Ratio
68
What is a nominal scale?
A scale whose numbers serve only as labels or tags for identifying and classiying objects with a strict one-to-one correspondence between the numbers and the objects.
69
what is an Ordinal scale of measurement?
A ranking scale in which numbers are assigned to objects to indicate the relative extent to which they possess some characteristic
70
What is an interval scale of measurement?
A scale in which numerically equal distances represent equal values in the characteristic being measured.
71
What is a ratio scale of measurement?
It is a scale that allows the research to identify or classify objects, rank order, compare intervals or differences and compute ratio of scale values.
72
What is paired comparison scaling?
A comparative scaling technique in which a responding tis presented with two objects and asked to select one according to some criteria. The data obtained are ordinal in nature.
73
What is rank order scaling?
A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criteria
74
What is constant sum scaling?
A comparative scaling technique in which respondents are required to allocate a constant sum of units such as points, dollars or chips, among a set of stimulus objects with respect to some criteria.
75
What is Q-sort scaling?
A comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criteria.
76
What is a continuous rating scale?
Also referred to as a graphic rating scale, this is a non-comparative scaling technique. A measurement scale on which respondents rate the objects by marking a line that runs from one extreme of the criteria variable to the other at the appropriate position.
77
What is an itemised rating scale?
Also a non-comparative scale, it is a measurement scale on which respondents select one of the specified categories that best describes the object being rated.
78
What are the three different types of itemised rating scale?
* Likert scale
* Semantic differential
* Stapel
79
What is the Likert scale?
A measurement scale whose response categories require the respondent to indicate a degree of agreement or disagreement with each of a series of statements.
80
What is the semantic differential scale?
A seven point rating scale whose end points are associated with bipolar labels that have semantic meaning.
81
What is a stapel scale?
A unipolar rating scale with 10 categories numbered from -5 to +5 without a neutral point (zero).
82
What are the decisions that need to be made when using itemised scale ratings?
* number of categories
* balanced versus unbalance (positive to negative)
* odd or even number of categories - use of neutral
* forced verse non-forced
* verbal description - labelling the scale
* physical form - which option
83
What is a multi-item scale?
A multi-‐item scale is a series of items (statements) where each item is trying to measure some underlying variable and participants respond to each item using a Likert scale. The questions must represent a cohesive set to achieve a determined response..
84
When is the use of a multi-item scale useful?
When trying to measure attitudes and perceptions
85
Should all the items in a multi-item scale be worded positively or negatively?
* Positive is recommended to remove chance of double negatives.
* Some say all should be one direction to make answer more concise, though others believe variety.
* All one direction makes it easier to calculate.
86
What is it important to remember when developing and presenting a multi-item scale
* Use a heading that clearly details the question
* Avoid any double barrelled questions - separate them
* Ensure the questions lead to evaluation of the question
* Ensure all questions are relevant to all participants
87
What are the objectives of a questionnaire?
* translate the data needed into a set of specific questions
* standardise questions for each respondent
* motivate and encourage people to complete the questionnaire
* minimise response error.
88
When starting to design a questionnaire, what are the starting questions?
* What research questions are you trying to answer
* Who are you trying to answer them for?
* Who is being asked?
* What data collection method will be used?
89
What are the three reasons defined for using a question in a questionnaire?
* to establish rapport with the participants
* to obscure the purpose of the questionnaire
* to address the research questions
90
What are the four parts to a questionnaire?
1) introduction - identify the researcher/sponsor and purpose
2) opening - filter/screening questions, warm up questions (put respondent at ease) and open ended questions
3) middle - more demanding questions
4) end - classification questions, such as demographics (but not sensitive questions) & thank the participant.
91
What are the general rules of thumb for sequencing the questions?
* Follow a logical order
* Flow from general to specific
* Flow from impersonal to personal
* Set the context for the following questions
92
What is a double barrelled question?
A question that combines two or more questions in one.
93
What is a filter question?
An initial question that screens potential respondents to ensure they meet the requirements of the sample
94
What is telescoping?
When an individual telescopes or compresses time by remembering an event occurring more recently than it occurred.
95
What are the two types of question structure?
* Unstructured - open-ended questions that respondents answer in their own words
* Structured - questions that specify the set of response alternatives and the response format (closed)
96
What is order bias?
A respondents tendency to choose an alternative merely because it occupies a certain position or is listed in a certain order.
97
What is a dichotomous question?
A structured question with only two response alternatives, such as yes and no.
98
What things need to be considered in determining the questions to use in a questionnaire?
* Use of open or closed questions
* The knowledge of the participant
* Unambiguous wording
99
When considering a particular ensure it is not?
* double barrelled
* have multiple interpretations
* has different meanings
* overlapping with another response category
* hard to understand
* solicits a biased response.
Survey Research
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